We Must Communicate with Our Market

A. Coskun Samli

Chapter 11 in Coping with Retail Giants, 2015, pp 149-160 from Palgrave Macmillan

Abstract: Abstract In our market system for a business establishment, retailing is not exception; not to be known by the prospective customers is perhaps the worst thing that happens. In the market system no business can afford to be a well-kept secret. The attitude that “well, they know we are here, and they will come” does not work. Many smaller businesses have the attitude that all we need is word of mouth; we don’t need any advertising. This orientation is deadly wrong. As we know just because we are here does not mean success. Any business, particularly, a retailing establishment, must communicate with the market and in time attempt to project and maintain a store image.

Keywords: Promotional Activity; Target Market; Promotional Effort; Store Image; Retail Establishment (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-47634-0_12

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DOI: 10.1057/9781137476340_12

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